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Public Relations
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Legislators and private supporters have
little interest in funding programs
perceived as ineffective, inefficient,
or a drain on limited resources.
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Even if you have a strong organizational structure where costs are shared, your program may be destined for failure unless you can make the public aware of your success and of your contributions to the community. All too often, successful organizations fail to be recognized for their good work. What can these programs do? They would be wise to implement a consistent public relations campaign.
Human nature dictates that most people would like to be associated with winners – programs that demonstrate community involvement, operate efficiently, and can attract support from a variety of stakeholders. Good public relations educate the populous in these aspects.
An example of good public relations might be using a program event to gain awareness. As part of your campaign, you engage in a two-fold strategy. First, you send invitations, post flyers, or carry out any combination of publicity methods. Next, publicize your event through no-cost public relations – the media, word of mouth among partners, and announcements at public functions. You may send media releases to invite the public and/or gain media coverage the day of the event. Include information about the event in your organization's newsletter or Web site, both before the event and after. (Public service announcements, or PSAs, are a tool for inviting the public, but are not used to invite the media to cover an event; a press release is the best way to get media coverage.) If you have a small local paper, you may also send a photograph or two from the event in hopes that they will publish it soon.
The outcome may be that even though you didn't see a large attendance at your event, thousands of people were made aware of your program's activities. You have created a positive impression in your community and beyond. To be effective, public relations efforts should aim for a broad reach, consistency, and professionalism.
The best scenario is to have a staff member assigned to public relations. Larger organizations may dedicate a full-time director of communications or information officer to concentrate on this activity. Smaller organizations may share this responsibility among staff. The danger with shared responsibility is that communication becomes a low priority and public relations activities occur infrequently or are disorganized.
Examples of communication tools used by successful Brownfields Job Development and Training programs include the following outlets. Note that many of these same activities can also be used as part of student recruitment or placement efforts. When used for student recruitment, placement, or public awareness, they also play a role in program promotion.
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Public Relations Tool
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Description
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| Newsletters/Web Sites |
Print, e-mail and Web sites deliver information relating to program accomplishments, events, and activities. |
| Media Release |
Print media, radio, and televisions stations may announce events and recent milestones for your program. Media releases
are most effective when a relationship has been established with
media personnel. Learning the name of the appropriate
contact and establishing a professional relationship with that
person is essential. If you have no full-time communications staff, be sure to follow the guidelines for writing a professional release.
Your release has a better chance of being published if it does
not have to be rewritten. |
| Public Functions |
Participation in environmental conferences, county and state fairs, and other public functions are another tool to gain public awareness. |
Presentations to Associations
and Meetings |
Attendance, participation, and presentations at related association meetingsprovides reciprocal benefits such as building partnerships
or locating employersfor student placement. Related associations
include commerce, labor, environmental, and community development. |
| Presentations to Public Interest Groups |
These presentations are similar to association meetings, but include a more diverse audience such as the local community, church,
and private sector organizations and gatherings. |
| Testimony |
Program staff may be involved in testimony at legislative and appropriation committees or may participate in legislative events
and information sessions and briefings. Testimony is also possible at
congressional briefings and photo opportunities with local
public officials. |
| Student Testimony |
Sometimes the strongest voice to testify for the effectiveness of a Brownfields Job Development and Training program is
that of the student. Student testimonials can be used in paid
advertising, in media feature stories (written by program staff),
for public functions and presentations, in television or radio programs, or during legislative sessions. As you track students,
don't forget to ask your successful graduates if they would
be willing to give a testimonial. |
| Awareness Videos |
Awareness videos provide general information regarding the mission and accomplishments of the Brownfields Job Development
and Training program. Distribution can be costly, but seeing is
better than reading for a wide segment of the population. |
| Public Service Announcements |
A public service announcement, or PSA, is another public relations tool to help raise awareness for events. A PSA is always
very short, 10 to 15 seconds when read aloud, so that
it can be announced on the air as it is. Limit your PSA to the
"who," "what," "where," and "when" facts. Before sending
a PSA, find out who the proper contact is and
establish a professional relationsip with that person. PSAs are used
mostly by radio and television stations; however, a PSA can also
promote your event in industry newsletters. Newsletters generally have limited space to announce other organization's events
and editors will appreciate your brevity. |
| Local Radio and Televisions Shows |
PSAs and press releases may be combined with appearances on local television or radio shows to provide general awareness
information, accomplishments, and events related to your
Brownfields Job Development and Training program. |
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References 
